Celsius Holdings, Inc. Price & Performance (CELH)

We'll present results on both a GAAP and non GAAP basis Non GAAP measures like adjusted EBITDA and their GAAP reconciliations are in our fourth quarter earnings release and the press release announcing our acquisition of Elanie New and non GAAP financial measures should not be used as a substitute for our results reported in accordance with GAAP. I'll turn it over to John. Thank you, Paul. Good evening, everyone.

Earlier today, Celsius reported its fourth quarter and full year 2024 financial results, and announced that it has entered into a definitive agreement to acquire Alany Nu. A leading brand in The U. S. Energy drink category and one we greatly admire for its outstanding portfolio of functional products and a strong brand affinity among key growing consumer segments. Before providing more detail on this exciting announcement, Jared and I would like to discuss our recent results. Salesforce reported record 2024 revenue of $1,360,000,000 which reflects the strong and growing consumer demand for premium, [indiscernible] This figure represents a 3% year over year increase in revenue. And a 22% increase in retail sales to twenty three. Twenty twenty four was challenging for many CPG sectors. The energy drink category was not immune to the effects. Yet Celsius delivered strong 22% volume growth year over year compared to the total energy category, which grew 5%. We believe our resilience represents a bellwether for our portfolio of brands the consumer movement towards choosing Zero Sugar functional beverage options Celsius has disrupted the category. Innovating products that today's consumers want, we expected our competitors to respond eventually. And it came with a flurry of new sugar free products last year which supports our long held belief that the future of functional beverages is sugar free.

Fortunately for Celsius, our portfolio is composed of the most refreshing, best tasting, zero sugar functional beverage products available today. In 2024, Celsius introduced Celsius Essentials, a new line of 16 ounce performance energy drinks, which expanded our presence and brought in new consumers. Who seek high performance and the refreshing great taste that Celsius delivers. We increased our total points of distribution in 2024. By 37% year over year. Ensuring that Celsius is available in more places to meet the immediate consumption demands and our ACV reached new heights at 98.7% today consumers can purchase cold, refreshing Celsius Celsius more than 241,000 outlets in The United States. Last month, we launched a Celsius hydration what opens up an entirely new category for our portfolio of increasing the variety of occasions when consumers can include Celsius in their daily routines.

This is another layer and our foundation towards being a leading better for you functional lifestyle platform. Importantly, for our retail customers, for the health of the category at large, Celsius contributed 30% of all category growth in 2024 continuing to bring in new consumers and increasing consumption. And I'm pleased to note that earlier this month, Celsius was the recipient of the twenty twenty four seven Eleven Immediate Consumption Execution Award, This award recognizes outstanding suppliers for excelling and driving immediate consumption sales through strong merchandising innovation and promotional execution, and enhancing purchasing behavior. [indiscernible] we begin 2025, we believe we have the right strategy to drive sustained long term growth. Innovating zero sugar, functional lifestyle products, building a broad portfolio of premium growing brands and expanding our global presence long start shop alongside strong partners. A best in class team, and a rapidly growing community of consumers seeking better for you, functional product alternatives we are well positioned to continue to drive the evolution of the modern category. We continue to collaborate with Pepsi and to harness the greatest value from our strength of our North America distribution partner. Both we and Pepsi seek to continually optimize our operations We believe Pepsi, rightsizing across inventories and the pursuit of efficient operations is positive for our long term health of our supply chain.

We believe our communication with one another remains strong. And we look forward to a highly productive 2025 and beyond. Last time we spoke, I discussed our three growth drivers. We pursue growth by reaching more people in more places [indiscernible] In the past few months, we have launched six brand new flavors, expanded distribution of two previously lead launch flavors, and introduced new multi pack varieties and sizes that cater to consumers' desires for variety and value. I also mentioned Celsius Hydration, which is a brand new category for us. We believe this new line will excite our consumers and grow the value of our functional products in their daily lives. You can now find our Celsius Hydration on Amazon, and at a growing number of retailers. E comm and foodservice continue to be a strong channel for us and Celsius is regularly among the top brands on Amazon. Starting in March, Celsius will begin to be certain subway restaurants, representing a total opportunity of 18,000 locations nationwide. [indiscernible] Celsius also gained distribution in Home Depot, which is another strong non traditional customer. Our portfolio is strengthened even more with today's exciting news. That Celsius has agreed to acquire leading female focused functional wellness brand, Alani Nu.

Before talking more about this great opportunity, I'll hand it off to Jared to provide some details on our fourth quarter and full year financial results. Jared?

Thanks, John. Our fourth quarter in several ways returned to us to more traditional results after a very uncharacteristic third quarter of twenty twenty four, such as our solid gross margin. However, there were one time costs related to our Big Beverage acquisition expenses related to the creation of our new global center of excellence as well as several one time costs including legal settlement penalties paid to our co packers that impacted results. In addition, our top line was impacted by some promotional allowances as well as the impact of a fully implemented incentive program with our largest distributor. As well as some timing of orders. This resulted in revenue and adjusted EBITDA each declining 4% in the fourth quarter compared to a year ago. With that said, our quarterly gross margin improved two forty basis points to 50.2% as a result of lower freight costs and savings on the purchase of raw materials our adjusted EBITDA margin, which was flat at 18.9% each on a year over year basis. SG and A in the fourth quarter increased 73% to $185,000,000 primarily due to accrued legal expenses related to a case we have on appeal, as well as one time restructuring and co packer charges.

We recognized a net loss of approximately $18,900,000 in the fourth quarter down from a net gain of $50,100,000 last year. Due to the aforementioned costs. Adjusted diluted EPS for the fourth quarter was $0.14 For the full year, revenue was approximately $1,366,000,000 an increase of 3% from a year ago, seeing growth from both the North American business as well as our international business, which was supported by our expansion into Canada The UK, Ireland, France, Australia and New Zealand. Gross profit increased 7% to $680,000,000 and our gross profit margin increased two twenty basis points to 50.2% for the full year compared to a year ago. As a percentage of sales, sales and marketing was 25.9% in 2024 compared to 20% in the prior year same period due to additional advertising activity. G and A expense as a percentage of sales was 12.8% for the full year 2024 versus 7.8% in the prior year same period, due to expenses related to an ongoing litigation and other one time costs.

Income for the year was approximately $145,000,000 a 36% decline compared to a year ago as a result of the timing of distributor orders and the previously mentioned costs.

Adjusted diluted EPS for the full year was $0.7 Despite the pressure experienced in the second half of twenty twenty four, we maintained a cash balance of approximately $890,000,000 even after acquiring BIG Beverages. And we generated positive full year operating cash flow. We will continue to pursue growth with further investment in brand support and innovation. We are also focusing our efforts on further cost management and supply chain efficiencies are expected to support margin improvement. As mentioned last quarter, with the acquisition of Copacar Big Beverages, we gained new innovation capabilities and greater control of our supply chain. As well as financial benefits that we will continue to realize over the near and long term. And we now look to further expand in the better for you functional lifestyle category with our planned acquisition of Elaninu. And with that, I'll turn it back to you, John.

Thanks, Jerry. I'm excited to talk to you today about the acquisition we believe will create significant value for our company and our shareholders. We entered into a definitive agreement to acquire Alani Nu, for $1,800,000,000 rising in the mix of cash and stock. Acquisition represents unique opportunity to enhance the Celsius platform, with a complementary profitable better for you lifestyle energy brand focused on a differentiated consumer segment [indiscernible] Allainu is a growing female focused brand that delivers functional, great tasting wellness products for a growing community of millennials and Gen Z consumers.

Elani Nu stands out for its authentic brand voice, bright and playful flavors, and unique connections with its community of consumers. They combine functional benefits with a fun approachable personality making wellness aspirational yet accessible. The transaction delivered several compelling strategic benefits. First, together, we create a leading better for you functional lifestyle platform at the intersections of consumer megatrends, With the addition of Elaninu, the combined Celsius platform delivers pro form a $2,000,000,000 in sales in 2024 across a differentiated energy portfolio, that is firmly aligned with the ongoing consumer shifts towards premium functional beverage options, that cater to health and wellness and active lifestyles. Second, this deal combines two growing scaled energy brands with clear category tailways. The transaction is expected to enhance Celsius' position as an innovative leader in the large growing which is projected to grow at a 10% CAGR twenty twenty four twenty twenty nine, Third, the deal provides complementary brand positioning and gives us expanded access to a fast growing wellness focused audience that is driving incremental category growth. Fourth, our combination leverages our strengths and capabilities to drive our next phase of growth. The added breadth of the combined platform is expected to further strengthen the company's position with ample resources for ongoing growing investment.

Both brands will be well positioned under the Celsius platform to drive continued distribution gains access consumers and growing adjacencies drive innovation and brand awareness and achieve incremental category growth. And propel further global expansion. Finally, the combination enhances Celsius Celsius line growth algorithm and is expected to be cash EPS accretive in year one with a meaningful synergy of opportunities. Additionally, we expect $50,000,000 of run rate of cost synergies to be achieved over two years post close. Contributing to a strong pro form a profitability and significant cash flow generation. We see significant growth potential by applying Celsius strong channel and digital marketing, product development, and expansion strategies to help Elanie New grow. We see opportunities to continue to grow Alani New News national distribution. Included in key coastal metro markets drive continued flavor and format innovation and expand globally. We also expect to drive continued innovation and product development to draw more consumers into the wellness lifestyle that Alani New offers.

Additionally, we believe that we will each benefit from our combined strengths at retail, and significant resources to continue to invest in the growth opportunities. Upon closing, Alany Nu will operate within Celsius. Key leaders from condo brands which operate Alani New have agreed to continue as advisors to Celsius to help ensure continued business momentum. Agreement has been approved by the Celsius Board of Directors. The transaction is subject to customary closing conditions, including regulatory approvals, and is expected to close in the second quarter of twenty twenty five. In short, this combination advances our strategies strengthens our position and paves the way for long term value creation. Celsius was a pioneer of the better few energy category and we are thrilled to expand our portfolio with the acquisition of Elanie New. Importantly, following the transaction, we will have ample balance sheet capability for additional growth investment. We believe we have the right strategy to drive sustained long term growth and the acquisition of Milani Nu is expected to strengthen Celsius Celsius as an innovative leader in the large growing global energy category. And now, I'll turn it over to Jared to talk more about financial terms of the transaction. [indiscernible] Thank you.

As John mentioned, we are excited to partner with Alani Nu to create a leading better for you functional lifestyle platform.

The terms of the agreement, Celsius will acquire Elanie New from co founders Katie and Hayden and Congo Brands cofounders Max and Trey for $1,800,000,000 comprising a mix of cash and stock including a potential $25,000,000 earn out This includes approximately $150,000,000 net present [indiscernible] for a net purchase price of $1,650,000,000 and represents an attractive valuation of less than three times 2024 revenue of $595,000,000 and approximately 12 times fully synergized Elanie New twenty four adjusted EBITDA of $137,000,000 which includes approximately $50,000,000 in synergies across our supply chain, utilization of our sales force, and back shop infrastructure. The purchase price consideration is comprised of approximately $1,275,000,000 of cash and a $25,000,000 earn out and $500,000,000 of newly issued restricted shares of Celsius Holdings common stock, representing a We intend to fund the cash consideration using a combination of $900,000,000 of fully committed debt financing and approximately $370,000,000 of cash on hand. We expect that our liquidity position will remain strong following the transaction with a pro form a net leverage of approximately one times with ample cash on the balance sheet. This allows us to continue to opportunistically pursue growth investments that drive shareholder value. Stock consideration will be subject to a lockup agreement, which will be released over two year period, allowing long term interest to drive future growth and value creation.

At closing, we will enter into a transition services agreement and certain consulting agreements to help retain key brand leadership and support the integration process. We look forward to keeping you updated on the progress of the deal in the coming months. With that, we'll open up the line for your questions.

Thank you. We will now begin the question and answer session. Again, And your first question comes from the line of Camille Khosrowalla of Jefferies. Please go ahead. [indiscernible] Can you maybe talk about the positioning of the two brands and how you [indiscernible] Yes, Tom. Great question. We're excited about the addition of Elanie New into to our portfolio at Celsius Holdings The Aloni New brand has a very unique consumer base, which is incremental. To our overall portfolio and complementary to Celsius. It's targeting a younger female consumer that really is aspirational It's also accessible, and it revolves around health and wellness and fitness. Their social media, as an example, is about a 92% female following, And, when we look at the really any cannibalization potential, it's fairly low. We actually see a much higher trade in between brands looking at some of the top tier brands in the category as well. So this is truly incremental Alani New has been also contributing the category growth rate. So this positions us with two great portfolios to go after the modern energy category.

Okay, got it. And how are you guys thinking about distribution? Is your preference [indiscernible] [indiscernible] For two major customers and [indiscernible] is the preference to consolidate it Is there any involvement about Pepsi either financially or [indiscernible] We're just announcing today the transaction. It's It's got to go through customary closing procedures and regulatory approval. We're expecting it to close sometime in the second quarter. The ABI network they're in is a great network.

And it's been an amazing partner for Alani New. And we're really focused on the consumer and the customer right now. And growing the respective businesses together.

Your next question comes from the line of Jim Solera with Stephens.

Please go ahead.

Yes. Good afternoon. Thanks for taking my questions. I wanted to maybe drill down on how you Elanie knew he's going to add incrementality and maybe offering a little bit more focus on the Celsius piece of the portfolio.

And what I mean by that is if we look at the overall energy drink category growth Obviously, the Celsius consumption growth and the Scandinavia has come down. Should we kind of expect legacy Celsius brand to grow in line with the category and then Alani New to be kind of the the incremental lift there. Or do you expect the Celsius brand to get back to above trend growth then have the Elanie new brand come over the top and kind of complement that as well?

Yes, no, absolutely, Jim. I mean, look at scanner data. We got off to a slow start in q one.

With timing of promotions versus what we're cycling last year. And innovation. We have a robust innovation strategy with the Celsius portfolio in 02/2025 I'm really excited about it. You know, we feel really bullish, especially the way that portfolios positioned with better for you fitness lifestyle, fifty fifty mix approximately male or female, we are well positioned to capitalize on the trends and health and the energy category And the category in 02/2024 tipping to greater than 50% of the category now is sugar free with a Celsius portfolio. We see great tailwinds to continue to drive that business forward and that portfolio When we look at Alani, and you look at where it is in its growth cycle and distribution, it's really about almost where Celsius was two years ago.

There's a lot of additional ACV to unlock. Especially, untapped in food service and also inconvenience. So there's a lot of opportunities with both brands and both brands are going to be increment [indiscernible] to additional revenue growth and profitability.

Great. And then maybe if I could sneak in one quick follow-up. So there will be a lot of questions on the energy piece of but I know they also have kind of a powder as an RTD shake and a Sachs portion of the portfolio. Just any thoughts on how you plan to kind of fit that in with the broader portfolio that's energy centric?

Well, it really gives us both these brands together offer a better for you platform.

There's a lot of opportunities, especially with Alani expanding into adjacent categories. And I think that opens up scale. Health and wellness continues to grow and become part of the daily lifestyle of all of our consumers. So it's incremental on a go forward basis.

Great.

Next question comes from the line of Peter Grom with UBS. Please go ahead.

Thanks, operator. Good evening, everyone.

So I wanted to ask on just maybe what to expect as we look out through the spring here. Just in terms of shelf resets I'd be curious, can you just talk about what you're expecting for kind of the core LCS brand particularly as velocity trends have been a bit more challenged. And then specifically, do you have any visibility at this point in time around what you were expecting for shelf space gains Aloni New.

Yeah. With our, the Celsius portfolio coming up, we expect roughly around, you know, 15% to 20% expansion in distribution within our given retail [indiscernible] Coming out of NACS and expansion we're seeing in large format as well. You're seeing a lot of grocery and large format lean in even heavier in energy. So we're really excited about that where this category is evolving. The energy category, keep in mind, is getting to be a much larger portion of total LRB and the beverage categories. And you're seeing the retailers in large format move into that space, trying to take advantage of the consumers which are stocking up on 12 packs and variety packs. You're seeing that now more and more energy category has evolved from an is evolving from immediate impulse purchase [indiscernible] two, part of a daily lifestyle and daily routine and large formats taking advantage of that opportunity. So about 15% to 20% we expect Also improved placement within retailers is really key. We're working on we got to get more cold placements. We got to continue to disrupt the path purchase with our with Celsius Celsius.

And then Elani is expecting Pretty sizable distribution gains as we are entering through the reset season especially in the convenience channel.

Your next question comes from the line of Eric Serrano with Morgan Stanley. Please go ahead. [indiscernible] Good afternoon and congratulations on the deal.

A quick follow-up on the distribution side. Does Pepsi have any right of first refusal for distributing other brands that you buy? And if hypothetically Aloni were to change distribution networks, who would be responsible for the distributor buyouts? And then turning to the business, what was the change in Pepsi inventories in the quarter?

And I guess what are your expectations as you look to the first quarter?

Thank you.

Yes. Just a comment in regards to the distribution, kind of answered that before. Right now, we're focused on closing this transaction. We're focused on servicing customers and retailers and suppliers. And that's our main focus right now. The companies are running separate until closing. But I'll let Jared comment on the inventory levels in the Q4.

So it was between $8,000,000 and $10,000,000 in terms of the impact.

Your next question comes from the line of Gerald Pasquale from Pascarelli with Needham and Company. Please go ahead.

Great. Thanks very much for the question. Congratulations on the deal. John, maybe a question just on the basis for the transaction.

Essentially, like, how do you put the transaction in the context of the near term slowdown? That you've seen in your core portfolio? Like I said another way, like did the near term slowdown ex [indiscernible] this something that you've always viewed as an attractive asset? Have been contemplating for a while and decided now is the right time. I guess just some color on how the deal materialized would be helpful. Thank you.

Yes, great question. And we are extremely confident in the Celsius portfolio and leveraging the tailwinds we see in the energy category We recognize we're off to a slow start. The innovation we have planned for 02/2025, we're extremely excited about it. And the portfolio continues to resonate with a broader consumer and it's a great flavors, great innovation, the fitness lifestyle, is strong and the Celsius portfolio is strong.

The opportunity came up with Elani New.

It really is incremental. To our our consumer base When you look at it, we really admire what they built and when you're building scale, we are right now as a solid number three player in energy.

And a combination of these two great brands together puts us at about approximately a 16% share in the energy category. We built an amazing company here. Mentioned in Q4, Jared talked about it in his prepared remarks about vertically integrating with our co packers. We have synergies and opportunities We're focused and disciplined to drive shareholder value, gain leverage through the systems and processes and and it's a natural fit for us.

Your next question comes from the line of Andrew Tacklero with JPMorgan. Please go ahead. Thank you, operator, and good afternoon, everyone. I just wanted to follow-up on the most recent consumption trends for for sales shoes in particular. And if you can comment also, Lenny, how has have you seen it so far in the quarter, inter quarter? And when should we see improvement in terms of like velocity? I understand that obviously there is a a offset from gaining distribution And related to that, also how has been the reception I know you're lapping a very strong innovation as you mentioned. But you also have a strong pipeline coming up. I understand that [indiscernible] convenience stores were quite receptive from the fair. That you're getting good reception for the new innovation, but just wondering all these dynamics of distribution with Pepsi, how we should be seeing this improvement, if any, or should we expect that should be more evident in the second quarter for both brands? Now also a comment on Alainie. Thank you.

Okay, excellent. A lot to unpack there. In regards to the Celsius portfolio, like I said, we're confident in the Celsius portfolio. We have some weakness in Q1. We are cycling some pretty high hurdles from prior year with the launch of the essentials line. And some really strong innovation in Q1. We have an innovation packed back half into the summer selling season, into the summer beverage season. Excited about our innovation. We have some great properties we'll be leveraging. And tent pole programs. I mentioned in the prepared remarks our recent award we won at seven Eleven We're partnering with retailers. It's really a timing. And then the incrementality with Aloni, it's going to be incremental, and they're gaining distribution They're resonating with a unique consumer segment in the energy category. Which continues to get broader energy has gone mainstream, not as niche as it used to be. Health and wellness trends are here. We're actually presenting at CAGNY tomorrow and everyone's talking. All these consumer brands are talking about health, wellness, the growth, of sugar free We have two of the greatest portfolios in beverage that are sugar free and aligned with the health mining consumer. So we're excited about where we're headed with this portfolio.

It's a great combination.

Your next question comes from the line of Mike Lavery with Piper Sandler. Please go ahead.

Thank you. Good evening.

I had top of my list what you're going to do with your cash, but I think I'll skip that one now.

And just maybe see if you could unpack the share trends from 2024 a little bit You obviously had sequential some pressure sequentially over the course of the year. Not meant as an Aloni question, but it certainly could be related.

Any just diagnosis of where share was going or how to think about what really made some of those changes and how to best address it. And then maybe if you could also just If I could ask a quick follow-up on the Subway news. You said that it will go to some of those outlets is that each franchisees option or decision? How do we think about how that might unfold?

No, great questions. When you look at we really hit we started to see some challenges and the whole category was under challenge and in Q3. We were impacted when the category went negative for the early first time in many years within growth. We also saw really steep competition come in in the sugar free category from some of the top players. That are getting trial. But with our refreshing Celsius portfolio, and a strength of our great ingredients and our positioning, the better for you healthy halo we feel we are well positioned for this category evolve Getting trial on new flavors, consumers are getting our trying new flavors that are out there and you saw that with two of top major players leaning heavily in sugar free. But we have a sustained long term loyal consumer We have strategies to build upon that, and it's going to come to fruition. In 2025 with a great innovation portfolio that we have planned and some of our targeted marketing initiatives and also broadening our reach We're broadening some of the consumer segments that we're going after and targeting. With our strategy of more people, more places and more often.

Your next question comes from the line of Sean McGowan with Roth Capital Partners.

Thank you. Was wondering if you could tell us how much the promotional allowance that you talked about in the past impacted both revenue and gross margin in the quarter. And then more generally, do you think this is a level of gross margin that could be sustained?

Particularly with aluminum in the background?

Yes. I mean, a great question around promotional activity. The category is highly promotional. I'll throw it over to Jared to talk about some of the promotional activities Yes. In terms of the leverage of the promotional activity with some of the noise around timing from distributor orders, we did see a little bit elevated, call it, contra revenue across 2024 versus 2023 and and even 2022. We look to get that back on track next year. Will have the incentive plan fully in place in Q1, Q2. Q3, Q4 was already baked in, but you'll see a little bit of extra incentive in Q1 and Q2 because it was a phased in approach, but we will also be benefiting from the full implementation of the program around things like inventory on display, priority periods, those kind of things like that. So We look to that to get back kind of to the more normalized basis. Gross profit, we are evaluating all the various things the tariffs are in, the tariffs are out, those kind of things. Think we're somewhat we're in good shape as it relates to a lot of [indiscernible] [indiscernible] We don't think the aluminum from up north coming in would significantly impact us, although there could be there could have some impact.

And could that pull the margin back a little bit [indiscernible] I think we've shown this year that we're pretty resilient in order to get that 50% on a full year basis. So Although I prefer to be conservative and say could it be high 40s with the tariffs, I think 50% is a solid number. From that perspective. And then as it relates to [indiscernible] We'll look to talk more about kind of their margin profile when we get after we close. I think right now it's too early to really bake that in. There is some data on the investor deck that you can see kind of their profile at least from an EBITDA margin perspective and a revenue perspective. And when we're fully synergized, look to be leveraging the business and look forward to be incremental from a margin perspective. Your next question comes from the line of Kevin Grundy with BNP Paribas.

Great. Thanks. Good evening, guys, and congrats on the deal. Jared, I wanted to pick up on that. Line of questioning around margins Two part questions. So just on the $50,000,000 cost synergies, maybe just identify key areas, how much visibility you have, is there any potential upside there? And then understanding you may want to be a little bit [indiscernible] is there any reason at least in principle, why the combined business, your EBITDA margins should not look something like Monster's EBITDA margins in The U. S. So your thoughts there would be Celsius. And then I have a quick follow-up for John. Thanks.

Yes, like John said, they're kind of eighteen to twenty four months behind us in terms of what our profile was, where we are in our life cycle and where they are in their life cycle. So we definitely see opportunity to further leverage that business. The synergies are hard costs in terms of you know, not just kind of picking up percentage of revenue or anything. So looking at COGS, We're looking at different using our scale and some of our competitive purchasing power and then also specific to looking at, our sales force, which we were 500 strong and really leveraging that, our global supply chain where we have our [indiscernible] HQ where we have kind of a supply chain of procurement program, etcetera, that will really be able to drive savings. So between those areas and then some back shop, of course, as well. And then what was the second part, Kevin?

I'm sorry, Joe, that was helpful. I know there's a lot of on the call. The quick one for John is just, obviously, a lot of deals fail and so my question is really around, you don't need to be redundant on distribution piece. There's a little bit of wait and see and maybe comes out of the AB system and into Pepsi, we'll see. But do you limit integration risk as it pertains to this deal, what are you most concerned about? What would you share with investors in terms of managing that to ensure that this goes smoothly and there's no No. I mean, we're extremely focused on that, Kevin, on if you recall the way the company integrated into the Pepsi distribution system, we were really praised on how focused and strategic we were on that. We didn't really we didn't have any hiccups within retail and I think the same rigor and discipline is going to be used on this integration. In addition, The founders are working with us on the integration and we'll be, as Jared mentioned, we'll be working on a transition agreement for two years. Making sure the brands are fully integrated, We're driving the synergies and getting the success and maintaining these brands.

So we feel very confident into integration And they also keep in mind, they have stock in the company. So we're all aligned to make sure the integration is 100% successful and we all have the same vision of disruptive beverage category, drive the energy share, and make this an extremely successful company.

Your next question comes from Mark Sargent with Stifel. Please go ahead.

Yes. Hey, thanks everyone. I guess the one question that I've been getting that I'm trying to figure out is how do you maintain the momentum that Elanie has had If you take a look at their market share gains, they've kind of doubled where they were at the start of The year maybe talk a bit about what has driven those share gains from a consumer perspective It seems from the outside in maybe a little bit of those share gains will come at Celsius' expense. And so maybe talk about how you think about sustaining that consumer and what gives you confidence that spending what you are on this deal that you can keep those consumers kind of over the next several to many years? Thank you.

Well, as we mentioned on the prepared remarks and in the prior questions, we are confident that the two portfolios combined will actually and that the Elanee consumer is incremental to our total portfolio. As we know, the consumers in the energy category are loyal. [indiscernible] The brand in Ilani has a true identity and it's it's connecting at an emotional level with consumers. And, this consumer segment Gen Z, female millennials, is real. And it's demonstrated that over the years. There's a massive gross opportunity as the energy drink consumer or continues to broaden, the category is gone mainstream. And it's not just a male dominant category. It is going after all consumers, all ages. It's the modern day for the energy category, and we've built a modern portfolio to take advantage of the opportunities and the tailwinds we see.

Your next question comes from the line of Jeff Van Sinderen with B. Riley Securities. Please go ahead.

Hi, everyone. Let me add my congratulations John, I wonder if you can tell us what the ACV of Elani is today? And also do they have any international penetration? And then if we could just switch to marketing for a minute this year, thinking about the Celsius brand, how you plan to broaden your reach with marketing and then how might that change with Alani?

Yeah. In regards to, Jeff, in regards to the international [indiscernible] you know, that's massive. You know, they have a small amount of international distribution. And when you're looking at, you know, the opportunities even with Celsius, we just expanded internationally into UK, Ireland, Australia, New Zealand. And France. And we're just getting started in the first innings. So both brands have a tremendous opportunities to capitalize on the growing health and wellness trends in the energy category, which in 02/2024 was approximately $90,000,000,000 and growing at an expected CAGR from 2024 to 2029 at 10%. So it's a really great category to be in. And both these brands position to attract new consumers coming in and broaden the energy category overall. As I mentioned, it's gone mainstream.

Due to time constraints, that concludes our Q and A session. I will now turn the conference back over to Celsius' Chairman Celsius CEO, John Fieldley for closing remarks.

Thank you, operator. Thank you to everyone who joined us today on the webcast this afternoon. Celsius continues to grow the energy category with our great tasting refreshing beverage that is on trend for today's consumers shifting towards premium functional beverage and options and health and wellness and active lifestyles. Over the three growth drivers driving more people and more places more often, we will guide us to the future. We now see further expansion with the opportunities of Elanie New, to double down in the category that we see leveraging the tailwinds. Make it a great way, make it a great day, go grab a refreshing Celsius and Aloni Nu.

This concludes today's call. Thank you for joining. You may now disconnect.